The Digital Markets, Competition and Consumers (DMCC) Act came into force on 6 April 2025, and it has sharp implications for anyone handling ESG or sustainability messaging. The Competition and Markets Authority (CMA) now has the power to fine businesses—and by extension, the comms teams that represent them—for misleading environmental claims. The penalties are steep: up to 30% of global revenue or £300,000, whichever is higher.
This includes press releases, social media, packaging, branding—any public-facing claim. Even unintentionally misleading language could breach the rules.
To help businesses stay compliant, the CMA has published a Green Claims Code, a six-point checklist that covers accuracy, clarity, omissions, comparisons, lifecycle impacts, and substantiation. If you’re making ESG claims—yours or on behalf of a client—you’ll need clear, verifiable evidence to back them.
Action points:
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Review all sustainability-related messaging currently in use.
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Audit upcoming comms for ESG claims that may not meet the new standards.
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Speak with clients—share the Green Claims Code and ensure they’re aligned.
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Set up a system to track, validate and sign off on ESG-related statements.
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Train your team. Everyone involved in drafting and approving claims needs to understand the risks.
The message is clear: check the facts before making the claim, or risk liability. No spin. No shortcuts.
👉You can check your Green Claims Code here